Coffee menu grouped by flavour: +11% revenue per visitor
Test run byBlend CommerceCRO agency
Commentary byLiftArchiveOur analysis, not theirsGrouping coffees in the menu by flavour profile (Bright, Balanced and Bold) lifted revenue per visitor by 11% for Stone Creek Coffee.
Blend Commerce ran this A/B/C test. A second version that added explanatory copy hurt overall purchasing.
- Variant 1: revenue per visitor +11% and average order value +9%.
- Variant 1: conversion rate +2%, a small lift.
- Variant 1: product page view rate +2% and collection page view rate +3%.
- Variant 2 (with extra copy): subscription revenue per visitor +44%, but overall purchasing fell, so it lost.
The change
The coffee menu is regrouped by flavour profile instead of category.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The menu used standard coffee category groupings. Shoppers needed to know the range already to find a coffee they would like.
Variant
Variant 1 grouped coffees by taste: Bright, Balanced and Bold. Variant 2 used the same groups with extra copy explaining each one.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Most shoppers know what they like to taste, not the names of a roaster's ranges, so flavour groups match how they choose.
- Fewer, clearer choices make it quicker to land on a fitting coffee.
- Extra copy in the menu may have slowed shoppers down or made the menu harder to scan.
Caveats: No significance level, sample size or duration was shared, and the conversion lift was small.
Who ran it
Blend Commerce ran this test for Stone Creek Coffee and published the results (Blend Commerce A/B test). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Blend Commerce →
How to run this test on your store
- Hypothesis
- If we group products in the menu by taste or need instead of internal categories, then revenue per visitor will rise because shoppers find a fitting product faster.
- Primary metric
- Revenue per visitor
- Guardrails
- Conversion rate
- Menu click-through rate
- Search use rate
- Who should test it
- Stores selling products people choose by taste or feel, like coffee, tea, wine or fragrance. If shoppers buy by brand or model, keep standard categories.
Questions
Should I organise my menu by flavour or by category?
If shoppers pick by taste, flavour groups are worth testing.
Stone Creek Coffee saw revenue per visitor rise 11%.
Does adding descriptions to menu items help?
Not in this test. The version with extra copy lifted subscription revenue but hurt overall purchasing.
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